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Grontmij

2009 Total Active Media

Martijn Arts

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Total Identity

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ActivitiesPositioningProfiling

Founded 1963 TOTAL DESIGN

2000 changed nameTOTAL IDENTITY

GroupTOTAL IDENTITY- Amsterdam- The HagueTOTAL ACTIVE MEDIA VERMEULENALLCOMMUNICATION SOFTWARE

No staff112

AreasConsultancyDesignPublishingInteractionPRCampaign

Earnings2005 10,7 mln2006 11,9 mln2007 14,2 mln2008 13,4 mln

Network partnersAntwerpBolzanoBremenDubaiHamburgLisboaMadrid

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Martijn ArtsLives in AmsterdamBorn in 1973MsC Delft Tech. Universitymarts@totalactivemedia.nl

Total Active MediaManaging Director.

Total IdentityShareholderBoard of directors

Social NetworksLinkedInHyvesTwitter (arts118)

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We start difficult in order to end simple!

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online

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WEB 1.0, 2.0, 3,0, …

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WEB 1.0

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WEB 2.0

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WEB 3.0

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10 petitinvention.wordpress.com

WEB 4.0

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• 1997-2005• “Everyones first time”• Network as broadcasting channel fort text and images• Paper publishing done on screen — no new concepts• One-size-fits-all or broadcasting• Contentmanagement• “the web of documents” — page based internet• Internet seen as antisocial• Internet as speciality• Use only on workstation

WEB 1.0

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Just words...

• world wide web — www• hyperlink• chatten• forum• newsgroups• Gopher• animated gif• imagemap• HTML• e-mail• homepage• banner• zoekmachine — googelen

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• 2005-2009• Hype or marketing term — possibilities were always there• Network as distribution channel — applications as modules• Users own data — user generated content• Best practices and archetypes have evolved in websites• WIKI’s, RSS and webservices — website as mashup• Open architectures invokes semantic web and free structures• Social-networks and social communities florish• Internet as part of everyones business• Use at different places and moments — information based

WEB 2.0

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Just words...

• User generated content• WIKI• Blogging — moblog, weblog• VOIP• RSS• AJAX• Profiling• Mashup• Open source• Tagging• Widgets• Social bookmarks

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• 2009-2010• Transformation to a more seamless and interoperable whole• Network as platform — integration of modules and channels• Distributed databases — the ‘World Wide Database’• Open service business models — Webservice interoperability• Transformation to a more seamless and interoperable whole• Open X — OpenID, -APIs, -data formats, -source, DataLicense• “People are part of the web”• Internet is not mentioned anymore• Everywhere anytime — ubiquitous connectivity, X-chanel

WEB 3.0

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• the intelligent web• Grid and cloud computing• Open Data License• Roaming portable reputation• Semantic web — folksonomy• Autonomous agents• Statement-based datastores• Machine reasoning• Twitteren• e-Ink

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Jan Chipchase (Nokia)

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• 2010-?• Web-based information / -applications integrate in real world• Technology is becoming invisible — it really is a vehicle• Integrated streaming media — flow of emotions• Open media communication — psychology of machines• Location, information and time interoperate — the Borg• Any media is searchable / integratable — visual search etc.• Augmented reality — extensions to everything we know• Everything is touchable, communicative etc.• Beyond channels and semantics — rich content / rich media

WEB 4.0

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Just words...

• pocketable — wearables• extreme rich media• real time associations• associative learning• augmented reality• technology literacy• blurring boundaries• invisible, social cues• ambient technology• contextual profiling• serial-solitary

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crossmedial consumer

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some day last week...

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WEB 4.0

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a few days later...

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WEB 4.0

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next morning...

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WEB 4.0

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WEB 4.0

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worked too hard...

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WEB 4.0

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WEB 4.0

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WEB 4.0

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went to bed...

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WEB 4.0

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• Heard of it from the customer (minBUZA) last week• Saw the news monday driving on A4 - police and black cars• Went to www.minbuza.nl and to special conference site• Scanned the METRO in the subway• Followed some news on BNR radio in my car on tuesday• ... worked too hard ...• msn (adium) from friend: Verhagen Twittert on conference• Went to www.hierisministerverhagen.nl and twitter• Went to www.uitzendinggemist.nl and saw P&W• Went to www.youtube.nl and watched fragments • ... went to bed ...• maybe saturday I willl read my saturday NRC

Afghanistan conference

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crossmedial communication

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Krant: Wat betekent deze crisis voor de lezer?

SMS: Fortis genationaliseerdSMS: Staat neemt belang 49%

SMS: Koers Fortis Keldert

7248 9624

Why?

What’s next?

SMS: Fortis in problemen

Site: Uitleg aard van de problemen

What?

Krant: Nieuws + Reconstructie overname ABN

Site: Overzicht koersontwikkelingen financiële instellingenVideo: Technische analist en Fortisbeleggers in Belgie

SOURCE: Pieter Kok – crossmedia publishing Volkskrant

Productiontime and publication time (hrs)

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Why?

What’s next?

What?

SMS-alertMobile website

RSS

mail alert

banner

E-mail newsletter papieren nieuwsbrief

mail report

Newspaper

magazine

PDF-newspaper

i-mode Vodafone live!T-mobile Orange

book

documentary

vakblad

film

radio

webradio

podcast thematical portal

organisational portalleaflet

Mail-signature

jaarverslag

Campaigning website

GoogleGadget

glossy

E-card

Narrow-casting

weblog

business movie

paper brochureE-magazine

corporate brochure (online)corporate brochure

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Scientific article

Dossier

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Crossmedia (also known as Cross-Media, Cross-Media Entertainment, Cross-Media Communication) is a media property owned , service, story or experience distributed across media platforms using a variety of media forms. It refers to the journey or linkages across devices and through forms and is most evident in branded entertainment, advertising, games and quest based forms such as Alternate Reality Games where there are a range of dependencies between the media placed across devices and fragments there-of.

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NOT! crosschannelmultimediamultichannel

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over to you...

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Grontmij.com

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What now...

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optimization, a disciplined job...

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Functional:• Download time• Dead links• Browsercompatibility• Forms

Optimizing the website

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Search:• Keywords• On page searchengine optimization• Off page optimization• measure rankings• measure findabillity• accessabillity

Optimizing the website

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User friendlyness:• write for a target audience• readabillity• navigation and informationstructure• optimizing the 404 page• forms• internal search• measure and improve

Optimizing the website

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• Stappenplan website optimalisatie (deel 1): http://www.frankwatching.com/archive/2009/03/06/stappenplan-website-optimalisatie-deel-1/

• Stappen website optimalisatie (2): vindbaarheid en toegankelijkheid: http://www.frankwatching.com/archive/2009/03/13/stappenplan-website-optimalisatie-2-vindbaarheid-en-toegankelijkheid/

• Gebruiksvriendelijkheid: http://www.frankwatching.com/archive/2009/03/25/stappenplan-website-optimalisatie-3-gebruiksvriendelijkheid/

Optimizing the website

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SEO

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SEO = Search Engine Optimization

Het trekken en sturen van bezoekers vanuit zoekresultatenalle zoekresultaten: betaald, onbetaald, lokaal, mobiel, Google, MSN Live, Marktplaats etc. van zoekresultaten naar conversie

“Meer dan hoog scoren, het gaat om de inspanning, positie, bezoekers en conversie. Maar ook veel gerelateerde aspecten als meetbaarheid, usability, promotie e.d”

Peter van der Graaf – SEO marketeer

What is SEO?

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98% of all internet users use search engines85% regard a brand that is high in search results as a top brand50% of online transactions result from a search engine entry

Statistics

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Text

(2) 96% click here

(1) 98% click here

(3) 31% click here

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On page searchengine optimization: title tag, meta-description, url, titel, tekst

Off page optimization: PageRank, relevance, linktext, linkbaiting, social networks

Measure rankings: http://tools.seobook.com/firefox/rank-checker/

Keywords: Longtail https://adwords.google.nl/select/KeywordToolExternal

Imporovements

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so the point here is...

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be disciplinedoptimizeuse standardsone step at a timezapp and learn

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too much text

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• Unique ideas spread themselves• Online marketing is all about ideas• But also on listening to real needs• Within a personal context• And within the corporate story• Keeping things simple• And dearing to “just do it!”

It’s all about ideas

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InternetMarketing

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marketing, a creative job...

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• Crossmedia - refer on one to the other• Integrated - one concept and message• Features - simple and small• Functionalities - add value to real needs• Playful - everyone likes fun and it stands out• Viral - use the network• Transparant - network

It’s all about ideas

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so the point is*...

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just do it!

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• Keep central communication good - following procedures• And try out innovations in parallel - on a different platform• Don’t sell technology when trying new things online• Always integrate corporate story into practice• Explain all achievements into abstract goals• Always integrate next step into the current to keep moving• Don’t forget to evaluate, learn and celebrate!

Parallel processing

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offline2009 Total Active Media

Martijn Arts